How do you functionally arrange a space? The Nowy Styl Group confirmed its competence in this area at the Orgatec fair in Cologne which has just come to an end. Despite a 30% smaller stand area (800 m2), we had 40% more customers and partners compared to 2016. There was room for exemplary office zone arrangements, new solutions as well as workshops.
The company took a methodical approach to stand traffic analysis this year. It was supported by two systems: an Orgatec lead-tracking app which registered visitors based on their ID badges, and a MovStat system from Netizens which relied on the image from real-time traffic monitoring cameras at the Coffee Garden - a cafe at the heart of the stand.
What did the statistics show?
The number of countries - 84 - shows the national diversity of visitors at Nowy Styl Group’s stand. Most of them, as usual, were customers from Germany - the primary target audience of the event, but the increased diversity of visitor origin, also noticeable throughout the entire trade fair, proves that European furniture industry plays an important role in shaping the development of office work environment, and the Nowy Styl Group identifies these trends very well and responds to them at a global level.
The French hybrid offices. The extremely popular co-working offices in the UK. The flexible desk-sharing offices in Switzerland, and the environmentally friendly Dutch furniture solutions. Each European market has its specificity, known to local managers, which is why it was Nowy Styl Group team members from 14 countries that showed visitors around in their local languages. Orgatec also attracted decision-makers from multinational corporations.
“The Nowy Styl Group provides services to thousands of international customers, mainly from the EMEA region. Customers expect us to be driven by the same kind of thinking as they are: quick response, perfect solutions and comprehensive service, especially for post-sales services. We have many large projects on our track record. Last year, we completed 29 projects in 7 countries within 12 months for just one customer” says Małgorzata Naparło, Director of Customer Service Department for International Markets at the Nowy Styl Group.
Flow of traffic
The tables at Coffee Garden were almost always occupied. The heaviest visitor traffic, which generated a total of almost 6,500 entries into the meeting zone, was recorded between 12 noon and 1 pm. The hottest days were Wednesday and Thursday. Traffic analysis also made it possible to see the directions of visitor flow. The most popular path to visit the Nowy Styl Group stand was a walk around an exemplary office arranged around the Coffee Garden from the reception area through the meeting area, desk-sharing, co-working and inspiration zones, executive offices and an experimental area for the new Xilium chair experience (designed by Martin Ballendat). Alternatively, visitors would enter the cafe directly from the Inspiration Zone, where they had workshops on a new palette of finishes with Nowy Styl Group experts.
“Face-to-face meetings have always been the strongest side of Orgatec. We work with 3,500 distributors around the world. By nurturing relations with them and talking openly about each other’s needs we are able to supply the market with the right solutions” says Gordon Arnemann, General Manager for Germany. “We are extremely pleased with the positive reception of our new products. The German Design Award and the excitement evoked by our Xilium chair give reason to believe that this will be our next bestseller.”
Emphasizing the role of communication and meetings in the life of an office by placing the Coffee Gardfen centrally was a clear reference to office trends. The Nowy Styl Group clearly said "Let’s #MakeYourSpace social". It also distinguished four other needs of modern workplaces: acoustics (quiet), freedom in the office (free), flexibility of space (flexible) and modern technologies (smart), which streamline office processes.
Besides the company's stand in Hall 7, Nowy Styl Group products were also present in PLANT 10.1, an inspirational zone at Orgatec where artists used art to provoke the audience to take a new look at workplace design. Designers Amely Spoetzl and Silke Mattern-Specht used the Xenium chair and decided to emphasize the strength of its character and the comfort it provides, transforming it into a “Mister X”. Cosima Kuye used the Linkup chaise longue to create an installation “Séparé ensemble” in which, like in a shell, employees can cut themselves off from the bustle of the office and regenerate.